Facebook CTAs: the rules have changed, here’s what to do about it

Facebook CTAs: the rules have changed, here's what to do about it

Facebook offers simple, clickable CTAs on natively uploaded videos (we wrote about it here). However, they now come at a price (literally). To add a Facebook CTA to your post, you now have to boost it, a minimum cost of $3. If boosting posts is part of your social video strategy, make sure you keep using click-through CTAs in your videos. But, the question has to be asked – how can publishers still drive viewers back to their website without boosting every single Facebook video they upload? We have some suggestions.

Facebook CTAs: the rules have changed, here's what to do about it

In-video CTAs

While they don’t offer the instant-gratification of being able to click-through, including CTAs within your video is a tried-and-true method of driving traffic from social to your website.

These CTAs can take many forms. The most common is an end-of-video plug: some text overlay or a branded-splash that is a CTA pointed to your site. For example, “Visit our website to learn more” or “Check out our site for new videos.”

You might also include such a CTA at the top of or in the middle of your video. However, given that your Facebook videos are sure to be short, holding it for the end may be your best option. Read more on how to craft video CTAs here.

Use Facebook to share “trailers” of longer clips

Some of your videos are sure to be made for social. But it’s likely that other content, because of length and subject matter, will make its own on your website.

For these pieces, Facebook can function as a preview reel. Create short, social friendly “trailers” for longer videos and more extensive coverage on your site. Utilizing in-video CTAs, direct your viewers to those offerings.

Utilize prominent branding

Branding your social videos doesn’t only help build familiarity among viewers. It can be used to attract them to your site as well.

You might begin and/or end your videos with a brief, 1-second branded splash that features your URL. As noted above, this is a great place for a CTA, as well.

Don’t leave branding to just the far ends of your videos, though. You might consider a small, branded overlay that displays your URL throughout, or placing your logo in a corner throughout.

You want your viewers to be distinctly aware of whose content they’re watch

Always use links in share copy and descriptions

The Pocket Guide to Social Video

This one feels obvious, but it bears repeating: always include links through to your site in your video descriptions and share copy. While not as surefire as the boosting-required clickable CTAs, the presence of these links just makes it that much easier for an interested viewer to get to you site.

The barrier from watching a video to being on your website is one you want to make as low and invisible as possible. Having links readily available in descriptions and share copy are an effective way to do this.

Consider directing viewers through to related content or even stories associated with the video they’ve just watched. Of course, a straight link to your front page can work as well. But offering more of the content that they are already interested in might keep them on your page for longer.

While Facebook’s clickable CTAs are great for any boosted videos, not every single video will get such a boost. Thankfully, the tips above will help you put traffic-driving elements in place for all your Facebook video content. Remember, while these are critical for pushing viewers watching non-boosted videos, you should utilize them as possible in all your Facebook videos, as they are always potential traffic boosters.

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